iPod advertising
Apple has used a variety of advertising campaigns to promote its iPod portable digital media player. The campaigns include television commercials, print ads, posters in public places, and wrap advertising campaigns. These advertising techniques are unified by a distinctive, consistent style that differs from Apple's other ads.
Original ad[edit]
The very first advert for the first iPod (only compatible with Macs) featured a man in his room grooving to his digital music collection on his Apple iBook. He drags his music to his iPod, closes his iBook, and plugs in the ear phones. He hits play and the music increases its volume. He then dances and hops around the room, then puts on his jacket, sliding the iPod into the pocket. He dances to the door and leaves the room.[1] The song used was "Take California" by the Propellerheads, which became the hallmark of all subsequent advertisements.
One of the problems, noted Apple ad agency creative director Ken Segall, was the use of what he termed a 'real person.' Steve Jobs, he stated, avoided using people in his ads because it was difficult to find an actor who appealed to everyone.[2] Another problem was that, "It was somewhat uncomfortable to watch, and on the web some started to refer to it as the "iClod" commercial...it was a young guy trying to act cool, and doing so in a fairly pitiful way".[2]